Red Bull Case Analysis - 1712 Words

Red Bull Case Analysis Purpose: to provide the chain of strategies Red Bull used to develop their brand equity and global market dominance in the energy beverage industry. Target Market: Red Bull does not target to a specific demographic or psychographic. Its strategy is to reach to a relatively broad consumer base. The target is anyone who need energy boost to combat their mental and/or physical fatigue. Red Bull knows their consumer base mostly involves students, drivers, clubbers, business professionals and athletes. Marketing Mix: Product: Red Bull offers a premium energy drink supplement that provides essential ingredients to rejuvenate the mind and body. Red Bull consists of energy-enhancing ingredients: caffeine,†¦show more content†¦Brand Strategy: The brand strives to continue to be the leader in energy drinks and upheld brand position and appeal. It is ideal to the company to keep the buzz of Red Bull prevalent in the mind of the consumers as well as innovate and retain current users. Brand Position: Red Bull is positioned as a premium energy-boosting beverage that revitalizes the body and mind. Points of Parity: In the saturated market of energy drinks they all claim to boost energy and performance. The ingredients in the majority of the drinks are similar containing b-vitamins and significant amounts of caffeine. Similar brands are: Lucozade, Monster, Rockstar, and Full Throttle Points of Differences: Red Bull technically exploited the energy boosting drink market. There large focus on word-of-mouth and large network of unique sponsored events keeps their brand fresh in the consumers mind. The are considered a premium drink with premium benefits because of the pricing and packaging appeal. Unlike their closest competitor the can focus exclusively on the Red Bull brand and continue to market towards local target markets instead of marketing to the masses as a whole. Core Brand Associations: Red Bull is associated with their extreme sports and athleticShow MoreRelatedRed Bull Case Analysis3024 Words   |  13 PagesRed Bull Case Analysis ï ¿ ¼ Executive Summary: The Problem: I have been asked to evaluate the marketing strategy for Red Bull. More specifically, I have been asked to identify new ways that Red Bull could maintain its leadership position in a maturing category. Although Red Bull did create this market and is a top seller for energy drinks, it is now vulnerable to other competitors who have the resources and brand recognition to aggressively compete, such as Coca-Cola, PepsiCo, and Hansen, toRead MoreBull Case Study Analysis : External Analysis Of Red Bull1097 Words   |  5 PagesBA4302 Red Bull Case Analysis External Analysis Political Factors: These include indirect or direct political factors affecting Red Bull. Among others are government instability, markets’ bureaucracy, corruption levels, the function and freedom of press, protectionism measures of home market, and market lobbying initiatives. Red Bull endeavors to impact specific political factors and pertinent laws and regulations through its efforts of lobbying. For instance, the moment the FDA were ready for theRead MoreRed Bull Environmental Scan1129 Words   |  5 PagesRed Bull’s popularity and status as the number one energy drink in the market reflects the importance allocated to marketing. The company’s hegemony in the energy drink industry is a reflection of their adherence to a multifaceted strategic management plan that considers the imperativeness of environmental factors. As competition increases, companies strive to differentiate themselves through common shared principles to retain customers. In the case of Red Bull and their annual sales of â€Å"4,204 billionRead MoreAnalysis On Current Phase And Opportunities Of Red Bull Company1252 Words   |  6 PagesMARKETING AUDIT This phase provides analysis on current phase and opportunities of Red Bull using Situation analysis and SWOT analysis (see appendix 2). Authoritative writers like Kotler (1977), define marketing audit as an instrument to judge an organization’s overall commitment to a market orientation. Marketing audit helps in increasing the profitability of the company (Kotler, 1999). INTERNAL ANALYSIS i. The Company The organization s inside investigation manages the organization sRead MoreRed Bull Energy Drink1614 Words   |  7 PagesGives You Wiings 2. Contents * Executive Summary * SWOT Analysis * Promotion Opportunity Analysis * Corporate Strategies * Integrated Marketing Communications Management * Media Plan * Evaluation amp; Control 3. Executive Summary * Red Bull can be called as a pioneer in the energy drink category worldwide. In India too, Red Bull was the brand that created the energy drink category. * The brand cameRead MoreRed Bull Stratos Analysis1382 Words   |  6 PagesANALYSIS STRUCTURE: 1. INTRODUCTION 2. THE PROBLEM i. Objectives ii. Barriers 3. THE ALTERNATIVES 4. THE ISSUES 5. THE CONCLUSION 1. INTRODUCTION Red Bull Stratos occurred on 14 October 2012 in New Mexico, USA, and it is commonly considered to be a milestone in the evolution of marketing. Red BullRead MoreThe Red Bull Case Study Essay731 Words   |  3 Pages Red Bull Case Study 1). SWOT Analysis Strengths †¢ There are highly differentiated between competing sellers. †¢ Low entry barriers †¢ The results of consumption are more beneficial than soda †¢ Premium price with a high profit margin Weaknesses †¢ Criticisms on health effects †¢ The industry is rapidly growing with new entrants †¢ Strong competition requires heavy promotion in order to stand out amongst competitors †¢ The economy forces customers to choose the better value at a lower price OpportunityRead MoreJudo Stategy754 Words   |  4 PagesChonlaros Rattanataros ID # 5202040142 MK.601 Economic Analysis (Part II) Homework II – Judo in Action 1. In each of the four cases, does the entrant or challenger (i.e. Softsoap, Red Bull, supermarkets, Freeserve) have a competitive advantage when they market? Would they if the incumbents imitated their product offerings immediately? Softsoap According to the time of the case, bar soap is the product which is the market leader until late 1977, Minnetonka release Soap Machine that is the first timeRead MoreThe Energy Drink Industry Must Have A Swot Analysis934 Words   |  4 PagesThe energy drink industry must have a SWOT Analysis just like any other industry in order to assess the market before entering. The strengths in the energy drink industry are its â€Å"quick fix† for consumers; their products serve as a quick burst of energy for their target consumers of people on the go. Other strengths include the h igh brand awareness and relative attractiveness in the industry. Everyone knows what energy drinks are and the purpose they serve so companies in this industry do not haveRead MoreRed Bull1644 Words   |  7 PagesWhat is their field of operation? Red Bull operate within the energy drinks sector of the soft drinks market. The product is an example of a functional drink. Functional foods respond to consumer interest in well-being and performance. The major multinational soft drinks companies are investing in the area of functional drinks, developing their own brands and buying up existing ones. This is seen as being important, given that their traditional soft drinks markets are at the maturity stage in

Underage Drinking Among Adolescents Becoming A Problem

Underage drinking among adolescents is becoming a problem in the nation s youth. The legal drinking age was decided in 1984 for 21 years of age in every state (Wechsler and Nelson 986-992). Although there was a movement proposed to reduce the legal drinking age to 18 in 2008. The movement was proposed from college presidents and universities, which discussed their ideas of the drinking age. Later signing the Amethyst Initiative, leading encouraging debates back and forth trying to lower the legal drinking age. The Amethyst Initiative did not go through however because there were important ramifications toward health and safety issues and required serious participation from the health department (Wechsler and Nelson 986-992). Thus leaving the drinking age at 21 years old. With the legal drinking age at 21 years old, it can lead to teens and young adults to seek alcohol anyway possible to satisfy their needs and entertainment. Adolescents today believe they can get away easily with dr inking. They forget underage drinking can cause excessive binge drinking, leading to alcoholism later in life, advertising ads, and long term health effects to their bodies. The popular question among young adults: Why be 21 when teens can get alcohol before hand? Nowadays teens and young adolescent tell their parents they are going over to their friends house to watch a movie, or some kind of excuse. When really, their son or daughter could be going to a social event, or a party. TheseShow MoreRelated Effects of Underage Drinking on Society Essay1100 Words   |  5 PagesUnderage Drinking Anyone who is below eighteen years of age is considered as underage and laws in many countries prohibit such a person from consuming alcohol. Alcohol happens to be the most commonly abused drug not only among the youth but also among adults. This paper explores underage drinking, its effects on the society and outlines what can be done to curb it. Young people are considered to constitute the largest number of alcohol consumers and they account for a large portion of alcoholRead MoreThe Social Problem Of Teenage Drinking725 Words   |  3 PagesTeenage drinking has become one of the largest social issues among young people in America today. Although more than half of high schoolers drink on a regular basis, the problem is that they are not aware of how dangerous alcohol can be. Although the health risks of heavy drinking are known and understood, the social habit continues to be accepted as a cultural norm. Is it surprising then, that the young people are beginning to drink at school ages. The reality is that alcohol is often the causeRead MoreThe Drinking Age Should Not Be Lowered1705 Words   |  7 PagesAlcohol is usually sought after within the adolescent community and has been an issue among young people. On July 17th 1984, congress passed The National Minimum Drinking Age Act of 1984 which enforces the legal drinking age and purchasing of alcohol in the United States to be twenty-one. Since then, the debated idea of whether or not the drinking age should be lowered to eighteen has been an ongoing topic for decades. Alcoholism affects many people in the United States but promoting it at suchRead MoreKeeping The Legal Drinking Age1576 Words   |  7 Pages Underage Drinking Abby Gallaher Ms. Scannell 10 November 2015 Abstract Keeping the legal drinking age to 21 would be a very good way to go. Many people, who are mostly young adults and teenagers, believe that the legal drinking age should be bumped down to being 18. From kids being in the 8th grade all the way up to young adults in college abuse the use of alcohol. Your brain doesn t fully develop until the age of 21, so with that being said, if the legal drinking age was 18 theRead MoreLowering The Minimum Drinking Age1429 Words   |  6 Pageswith a minimum drinking age over 18† (Griggs, 1). When Ronald Reagan signed the National Minimum Drinking Age Act in 1984, its goal was to reduce less-mature adults from consuming alcohol and performing reckless acts (Cary, 1). However, despite the current drinking age, 17.5 percent of consumer spending for alcohol in 2013 was under the age of 21. It is estimated that â€Å"90 percent of underage drinking is consumed via binge drinking†¦with alcohol abuse becoming more prevalent among the countryà ¢â‚¬â„¢s youth†Read More The Problem of Teen Alcoholism in the United States Essay1102 Words   |  5 Pagescommonsense, but what is more, something that every one knows about in general but may not in particular. Alcohol use among teenagers is a serious problem and is responsible for death and injury in automobile accidents, physical and emotional disability, deterioration of academic performances, aggressive behavior that causes a number of other sociological problems in families and among friends. It is also the primary cause of criminal behavior and a leading cause of broken marriages. As we know itsRead MoreThe Drinking Age Should Be Lowered1599 Words   |  7 Pagestopic that has gone on for many years is whether the drinking age should be lowered to eighteen years old, as opposed to where it is now, at twenty one. Some argue that at age eighteen, a person is legally an adult and able to go to war, vote, and partake in other adult activities. If they are an adult at th is age, why are they unable to legally drink alcohol? There are numerous reasons why drinking is unsafe for those under twenty one. The drinking age is set at age twenty one for a reason, and shouldRead MoreThe Debate Of The Drinking Age959 Words   |  4 PagesThe drinking age has always been twenty-one in the United States, whenever it has been questioned on why twenty-one and not eighteen. The scientific answer has always been because the eighteen-year-old brain is not fully developed yet. See what I have a hard time understanding is why eighteen-year-olds are considered adults at the age of eighteen, but we can’t have a drink. At eighteen you are allowed to buy cigarettes, join the army, change your name. I just don’t understand why at eighteen youRead More The Harms of Underage Alcohol Consumption Essay examples826 Words   |  4 PagesThe Harms of Underage Alcohol Consumption Alcohol use is extremely prevalent in our society. Young people grow up seeing their parents and other adults make toast of wine and champagne at special occasions, as well as casually enjoying a few beers at a picnic. Today alcoholic beverages are frequently as common at business lunches as they are at college frat parties. Underage drinking is a huge problem which everyone must face. Under age drinking not only has devastating effects on those whoRead MoreUnderage Drinking868 Words   |  4 Pagesare at college frat parties. Underage drinking is a huge problem which everyone must face. Under age drinking not only has devastating effects on those who drink but also on our society. Young people illegally consume almost 3.6 billion drinks annually which is 10 million drinks each day.(http://www.cspinet.org/booze/alcyouth.htm.) Underage drinking has serious social, health and economic consequences. It is a major factor in crime, violence, mental-health problems, and injuries incl uding both

Admission to University of Texas Health Science Center at Houston Free Essays

Right from a very young age I had always enjoyed helping people. As I grew up my involvement with helping people waxed tremendously. The consequence of this predilection was the development of a passionate desire to help the sick and ailing. We will write a custom essay sample on Admission to University of Texas Health Science Center at Houston or any similar topic only for you Order Now I was extremely fortunate to realize my true calling in life at a very young age. At present I am in my senior year at the University of Houston. I will become a graduate in the spring of the year 2008. Subsequently, it is my heartfelt desire to be admitted to the University of Texas Health Science Center at Houston. Furthermore, I am working as a treasurer for the Cougars Volunteer Association. Moreover, my main volunteer work is with respect to the work that I do at the Ben Taub General Hospital. Houston is home to a number of hospitals that are some of the best in the world. The Texas Medical Centre is a telling example of this fact. The Ben Taub General Hospital is an elite Level 1 Trauma Centre, with a very large intake of adults and children for treatment. My volunteer services require me to visit each patient, in order to ascertain that they obtain what they need. I had been awarded a pharmacy technician certificate and I had been working at a pharmacy as a pharmacy technician, prior to my current volunteer service at the Ben Taub General Hospital.   I am ecstatic at helping and working with patients, especially the old, the infirm and children. This has dictated my choice to become a nurse. I have learned to treat challenges as stepping stones and not stopping stones to success. One such major challenge that arose was consequent to my having to work while studying as a full – time student. This challenge caused me a great deal of difficulty, nevertheless, I was able to overcome it and in the process I became that much more experienced in handling a combination of hard work, stress and paucity of time. This particular challenge gave me the confidence to attain any goal that I set my sights on. In the year 1972 The University of Texas School of Nursing at Houston was established. At present it is one of the best schools for learning the art and science of nursing. The Texas Medical Center is home to the School of Nursing campus. It provides all the benefits and expertise of a world class Health Science Center. The University Of Texas Houston School Of Nursing provides a wide choice of course work, which culminates in the BSN, MSN, PhD or DNP degree. The methodology of imparting knowledge at this school is flexible and students can learn, work on research projects and participate in clinical practice in multifarious ways (School of Nursing at Houston, 2007). In addition, this school has assimilated the latest developments in technology. Accordingly, facilities like teleconferencing and satellite communications are widely used to enable contact with distant locations. Moreover, this technology has made it possible for classes to be conducted simultaneously at Houston and other sites. The University Of Texas School Of Nursing at Houston provides a number of highly innovative programs and one such program that is offered in collaboration with the UTMB is a baccalaureate nursing program, which is spread over three semesters. This program caters to the need of students who possess a degree and who are desirous of joining the nursing profession. Instructions are provided online. Moreover, there are eleven masters programs, which hone the specialty care skills of nurses and ensure their professional advancement. The faculty is excellent and consists of some of the greatest nursing professionals (School of Nursing at Houston, 2007). Nursing is not only an art but also a science and concentrates on enabling families, people and society to achieve, recover and maintain the best possible health. Modern nursing aims at engendering improving the quality of life by ensuring the best of mental and physical health. Nursing has been extremely successful in achieving this great objective. The act of rendering relief to a sick person provides immense satisfaction. This extremely noble profession has been succinctly described by the American Nurses Association as â€Å"Nursing is the protection, promotion, and optimization of health and abilities; prevention of illness and injury; alleviation of suffering through the diagnosis and treatment of human responses; and advocacy in health care for individuals, families, communities, and populations.† This is very much in consonance with my objectives in life. Therefore, I am exceedingly keen to study at this venerable school of nursing. It is my life’s passion to succor the sick, infirm, old and children and to this end the best profession is that of nursing. As such, any person who whole – heartedly participates in the academic programs of this school is certain to become a very good nurse. References School of Nursing at Houston. (2007, June 11). Retrieved November 6, 2007, from The University of Texas: http://son.uth.tmc.edu/ School of Nursing at Houston. (2007, June 11). Retrieved November 6, 2007, from The University of Texas: http://son.uth.tmc.edu/education/ How to cite Admission to University of Texas Health Science Center at Houston, Essays

Marketing Draft For Crema Sutra

Question: Discuss about theMarketing Draft For Crema Sutra. Answer: Introduction Crema Sutra is a caf in Australia that offers breakfast, lunch and drinks to the customers. The breakfast timings are 8 am to 12 noon and the offerings are different varieties of egg, chilli scramble, bacon and eggs, cheese veg omlette, pancakes, smashed avocado and assorted dishes of eggs. The drink menu include soft drinks, iced tea, coffee and chocolate drinks, cold coffee, juices, milk shakes and mock tails. The lunch menu offers range of burgers, wraps, salads and sandwiches to the customers. The caf has been able to attract customers through its mouth watering crema super sutra and slice of summer. The report aims to construct a marketing campaign for the caf in order to increase its business. In order to create the campaign, SWOT analysis would be performed so as to evaluate strengths, weaknesses, opportunities and threats of the organization. The target market and USP would also be identified in order to develop an effective campaign. SWOT Analysis Strengths Crema Sutra has one of the most popular and award winning head chef, under whose guidance and supervision the preparation of cuisines is being carried out. This ensures that the quality of the food is of the highest standard under the strict supervision of chef. The defined system of processes by the chef for the preparation of dishes ensures sustainable procurement practices for ingredients. The ambience and infrastructure glorifies the taste of food and offers a great dining experience to the consumers. The consumers prefer to have their lunch at Crema Sutra because of its amazing dining experience that creates a memorable event for the customers. The caf provides both outdoor and indoor seating along with pretty spacious private place far from the bustling crowd. The caf has been able to maintain its economies of scale through its owner operated system that has proved to be an effective model for the caf. The caf does not have any franchise stores that suggests that the complete focus of the team is directed towards one caf that is located nearby railway station. The model has supported the growth of profitability of the caf through its low operating cost. The caf takes complete control of the staff in order to provide effective services to the consumers. The owner of the caf has hired highly skilled and knowledgeable staff in order to provide high quality services to the customers. The staff members including waiters and chef are highly conscious to provide a great experience to the consumers. Another advantage of the caf is that it is located nearby railway station due to which it can be easily accessed by the public transport. Thus, the customers can reach the caf by any means of transport including buses and taxis. Weaknesses In spite of highly skilled staff members, the caf fails to maintain its quality services during the peak hours. This is because the caf does not have adequate staff members to manage the crowd poured during peak hours. This results in slow services and customer dissatisfaction and thus, tarnishes the image of the company. Another major issue faced by company is that it does not have secure parking space for the customers that creates low consumer satisfaction. Opportunities There are many schools located within the proximity of caf that has the potential to increase the number of customers for caf. The students of schools look for a place to hang out after their school hours. Another opportunity for the caf is to start a delivery service within its proximity zone to increase its market share. The caf has only one branch located near to railway station and it has great opportunity to build new caf store outlets to expand its business and market share. By opening its chain of store outlet, the caf could attract more customers who prefer to have Australian cuisine. Threats The major threat for the caf is to have a caf nearby with the similar dining concept could attract all the customers of the caf. Target Market The primary target market of Crema Sutra comprises of families and adults. The number of customers is increased during the lunch hours and most of the customers belong to local area. Further, the caf also offers pre booking services for small meetings and gatherings. The adult customers prefer to have a coffee after their meals. Unique Selling Proposition Crema Sutra offers discountable lunch to the customers during weekdays and serves the special menu of chef at a very affordable price. Another USP of the caf is its barista dining experience that offers both indoor as well as outdoor seating to the customers. Marketing Campaign Campaign Objective The main objective of the marketing campaign is to attract time sensitive customers during lunch hours and ensure optimum utilization of the spacious space of caf. This would help the caf to maintain its economies of scale and would drive profits for the company. Target Audience The primary target audience of the caf is families and adults. Now in order to increase the sales revenue of the company, the caf must target a new market segment of time sensitive customers. Time sensitive customers are time conscious as they follow a very busy schedule for their most of the days. Time sensitive customers could be businessman and busy professionals and executives. The businessman are high class customers, thus, they would not be comfortable to visit an affordable and cheap caf, instead would prefer to visit Starbucks and other premium caf chains. On the other hand, executives who look for affordable cafes and restaurants could be targeted as the potential customers. Thus, the campaign would target the market segment of executives who look for affordable places for their lunch. Unique Selling Proposition Low and affordable price would be the unique selling proposition for the customers blended with the unique recipes of the cafs chef. Further, the caf would provide delivery services to the offices of the executives so that they can save their time of travelling to the caf. Marketing Mix Marketing mix helps to determine the 4Ps namely product, price, promotion and place for the marketing campaign (Yeshin, 2012). Product Product is developed to satisfy the needs of the target audience and could either be tangible or intangible (Lamb, Hair, and McDaniel, 2008). The services of caf would define the product for the consumers including quality and taste of food, staff attitude, dining experience and other experiences of the customers. Crema Sutra would offer unique recipes developed by master chef of the caf. For every recipe, a process would be developed in order to ensure the quality of the food. Further, sustainable ingredients must also be procured in order to maintain the quality of the services. Delivery services of food would be provided to the price sensitive customers during their lunch time. The menu would also be kept different for every day so that the executives are not bored eating the same food every day. The lunch menu would comprise of a drink (coffee, cold drink, mocktail), burger or another eatable item and salad. The meal combo has been created in a way so as to take care of the health of the customers. Thus, the product must ensure the quality of the food, timely services to the executives (during their lunch time) and the attitude of staff. Price Price is one of the important components of marketing mix as it is responsible for attracting the customers (Kubicki, 2015). Economy pricing strategy would be used in order to attract large number of customers belonging to low income class (Schindler Schindler, 2011). Since the executives look forward to have their lunch meal at an affordable price, therefore, the prices would be kept low. Also, the targeted audience is mass market including executives working in their offices, therefore, low pricing strategy would help to achieve economies of scale. Promotion Promotion is the most important element of the marketing mix as it communicates the product information to the target audience (Shimp, 2008). With the emerging technology and wide use of social media networks has brought a significant difference in the advertising methods. The organizations widely use Facebook, Instagram, Google Plus to market their products and services. Further, with the evolving concept of digital marketing, organizations have also started focusing on their websites and other modes of online marketing. This is because of the fact that almost 30% of the worlds population is dependent on internet and thus, digital marketing is likely to attract a large number of customers for the company (Internet World Stats, 2017). Following are the prescribed methods and tools that would be used in the campaign: Website: The caf must develop its own website because most of the customers are likely to visit the website to assess the credibility of the restaurant (Sokolowski, 2013). Crema Sutra could present all its products and services through website to reach a wider target audience. Email Marketing: Email marketing is one of the most effective tools of digital marketing as it directly reaches the inbox of the target customers (Ryan, 2014). An attractive email would be developed to attract the attention of the executives. The subject of the email would be Now enjoy your delicious lunch meal at the doorsteps of your offices. The subject line is likely to grab attention of the executives. Social Media Marketing: Most of the executives spend their time on Facebook and Instagram. Crema Sutra could create its web page on Facebook and run a campaign to attract the customers (Zarrella, 2009). Apart from the above methods of promotion, the caf could also distribute discount coupons in the offices to give them a taste of the delicious recipes of master chef. They customers are likely to be attracted by the discount coupons and may enroll for delivery services. Place Placement and distribution contributes a major role to attract the target audience and the product has to be distributed at an accessible place (Percy, 2008). The lunch meal would be delivered at the offices of the executives to target large number of audience. Care must be taken of timely delivery as the lunch timings of the executives are fixed. Positioning Strategy Positioning strategy is used to define the image of product or service in the minds of consumers (McDonald, 2007). The consumers are affected by the quality of services and how a brand projects itself in the market (East et al, 2016). The positioning strategy for Crema Sutra is offering affordable lunch meal to the executives. This must be taken care of in all the promotional activities and the brand must project itself as an economical brand so as to not distract the customers (Blakeman, 2014). References Blakeman, R. (2014). Integrated Marketing Communication:Creative Strategy from Idea to Implementation. US: Rowman Littlefield. East, R., Singh, J., Wright, M., Vanhuele, M. (2016). Consumer Behaviour:Applications in Marketing. California: SAGE. Internet World Stats. (2017). INTERNET USAGE STATISTICS: The Internet Big Picture. Internet World Stats. Available at: https://www.internetworldstats.com/stats.htm [Accessed Online 25 March 2017]. Kubicki, M. (2015). The Marketing Mix:Master the 4 Ps of marketing. US: 50 Minutes. Lamb, C.W., Hair, J.F., and McDaniel, C. (2008). Essential of Marketing. Cengage Learning. McDonald, M. (2007). Marketing Plans:How to Prepare Them, how to Use Them. US: Butterworth-Heinemann. Percy, L. (2008). Strategic Integrated Marketing Communication:Theory and Practice. US: Routledge. Ryan, D. (2014). Understanding Digital Marketing:Marketing Strategies for Engaging the Digital Generation. London: Kogan Page Publishers. Schindler, R.M., Schindler, R. (2011). Pricing Strategies:A Marketing Approach. California: SAGE. Shimp, T.A. (2008). Advertising Promotion and Other Aspects of Integrated Marketing Communications. US: Cengage Learning. Sokolowski, O. (2013). Influences and Attitudes Within Consumer Behaviour Process. Germany: GRIN Verlag. Yeshin, T. (2012). Integrated Marketing Communications. US: Routledge. Zarrella, D. (2009). The Social Media Marketing. Canada: O'Reilly Media, Inc.